Q2 HOTELS PERFORMANCE - BELGRADE

We all recognize the significant impact major events have on driving demand in a destination, both in terms of occupancy and average daily rate (ADR). But what if we quantified this impact as additional revenue for an entire destination? We analyzed the value of major events in the city of Belgrade, based on data from two key events in 2024 and 2025. The final calculation is quite revealing, showing an increase in room revenue ranging from €1 million to €2.8 million, primarily driven by a rise in ADR—up to +74% for the Heart Failure Conference in 2025.

This analysis also helps us better understand the Q2 2026 data, especially since, unlike in 2024 and 2025, there were no major events this year.

Many thanks to my colleague Nemanja for his support in this analysis.

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